Panache

A Comprehensive Guide and Public Relations Plan for Panache Created By Aubrie Larson

Table of Contents
Page 3 Executive Summary Page 4 Background Page 5 Situation Analysis Page 6 S.W.O.T. Page 7 Target Audience Page 8-9 Media Plans Page 10 Timeline Page 11 Budget Page 12 Survey Page 13 Evaluation

Executive Summary
Panache is a small clothing store in Rexburg, Idaho. It is run by a local couple that opened the business themselves in 2008. Panache offers a variety of cute and trendy clothing for young female women. With the large number of college students in this town, the merchandise they sell is exactly what many young female students are looking for. We feel that we can help this store increase its standing among the other clothing stores in the Rexburg community. The main goal of this PR plan is to increase awareness of Panache throughout the community and also increase the amount of sales that the store makes. We have outlined different strategies and tactics throughout this PR plan that we feel will make it possible for us to achieve these goals.

Background
Panache is Rexburg's number one resource for trendy clothing. Brandilyn and her husband David created panache. They live and work right in Rexburg. They also work in the store so it has a friendly comfortable atmosphere. They opened the store on October 10, 2008. Most of the tops are around $12-$13 and jeans are about $17.50. It gets new shipments every week, which are usually posted to a store blog. It also has a hair salon and a few tanning beds at the location.

Situation Analysis
Situation Analysis: Residents of Rexburg currently have limited options for cute, affordable, clothing stores in Rexburg. Panache offers a variety of unique clothing options that are very trendy. Panache is a smaller store so it is not as well known as some bigger clothing stores.

Competitors: There are some local competitors that also sell clothing here in Rexburg. Maurices: Beals: Down East: Connection 22:

S.W.O.T
Strengths: They have a good Facebook page They have a good blog that is easy to find Not very much competition in Rexburg for business Well priced clothing Ships long distance orders Weaknesses: No website Low community awareness Uniqueness of the clothing makes it hard for multiple people to get a product they want Opportunities: Unique selections will make people want to shop there An increase in knowledge of store could greatly increase number of shoppers Threats: The struggling economy Poor college student town

Target Audience
Primary Audience Female college students would be the primary audience to target for this campaign. We feel this is the main demographic the store brings in and for that reason we would like to focus on increasing the amount of shoppers from that demographic. Secondary Audience All other people in Rexburg would be the secondary audience for this campaign. We feel the majority of people that shop here are going to be living in Rexburg or the immediate area and for that reason they deserve a large amount of focus as potential clients.

Media Plans
Plan 1
Objective: Increase awareness of Panache throughout the community by 15%. Strategies: Use events in the community that will make people more aware of the store. Tactics: We will first send out a survey to the BYUIdaho students through their emails. This will give us a good idea about how a large portion of the community and our primary target audience feel about Panache. Then we will sponsor a community event to increase community awareness. One-way we plan to do this is through the walk-a-thon to sponsor educational funding. We feel this will get the name of the store out to more of the community and also give it a positive image for helping sponsor school events.

Media Plans
Plan 2
Objective: Increase the number of female college students that shop at Panache by 10%. Strategies: Use different advertising tactics to reach the female college students and draw them into the stores. Tactics: There are multiple tactics we would like to use to accomplish this objective. One way is by advertising in the Scroll Newspaper through BYU-Idaho. We will put advertisements and coupons within the Scroll in order to bring more students to the store. Another tactic we would like to use is direct mail. We feel that Rexburg is a small enough market to make direct mail worth the cost. We will mail ads promoting any sales events or new items the store might have and also include coupons that would apply to store purchases.

Timeline
April: Before beginning any other parts of the plan, we will send out a survey about Panache to a variety of people throughout Rexburg. This will give us an idea of where Panache already stands in the community. We will do this right at the beginning of April. The survey will be distributed through emailing people at BYU-Idaho. In April we will also begin with the different advertising ideas we have like direct mail and ads in the Scroll. The direct mail will continue to be sent out every other month and the ads in the scroll will run every month. Also in April we will have our spring sale event, which will be on April 28 .
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August: In August we will have the walk-a-thon event. This will be held on August 11 , right before school starts. On the day of that event, people who participate will receive coupons for the store that will expire at the end of the month.
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September: We will have a sale all through the first week in September as a back to school promotion. This will begin on Saturday the 1 and end on Saturday the 8 .
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Throughout the year the previous mentioned ads will continue to run and the direct mail will continue to be delivered to people within the community.

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Budget
Direct Mail: Direct mail every other month 5,000 4x6 postcards every other month cost $160 to print and $354 with mailing costs Total year cost would be $2,124 Scroll Advertising: Ads every month Ads cost around $800 dollars Total year cost about $9,600 Flyers: Print 200 flyers for each sale (400 total) 200 for walk-a-thon event. $50 for 200 flyers Total year cost $150 Total: Year cost $11,874

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Survey

1. Have you heard of Panache? 2. Have you shopped at Panache? If yes, how was your shopping experience? 3. What could Panache do to bring you in as a patron to the store? 4. Do you feel that Panache gives a unique shopping experience? (Questions to add to second survey) 5. Did you receive any coupons in the mail for Panache? 6. Did you use any coupons from the Scroll Newspaper at Panache? 7. Were the coupons your reason for coming to the store?

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Evaluation

We will use several different methods to evaluate the success of our different strategies and tactics. We will send around the survey again at the end of the year to see if our plan made 15% more people aware of the store We will track how much of an increase in profits there were and if it met our goal of 10% increase We will track how many of the coupons are used and see if they are drawing more people into the store. We will add a question to the second survey to see if that was a reason they decided to come to the store

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